How Marketing Teams Can Increase Market Share

In 2018, members of the LMA International Board of Directors and 2018 Regional Presidents will be contributing an ongoing column to The American Lawyer focused on professional advocacy. The voices of LMA will be telling the stories of how legal marketers are playing strategic roles within their firms and contributing to strategy across the industry.

Below is a preview of the first article published this month, from Jennifer Scalzi, member of the LMA board of directors and the CEO of Calibrate Legal, Inc.

The end of one year and the beginning of another presents an opportunity to move forward with renewed purpose and direction. Staying ahead of the evolving legal landscape calls for adaptability and collaboration from every corner of your firm. A marketing and business development (M&BD) department is a prime area to invest in and leverage in an industry that is particularly hungry for competitive advantage.

The modern capabilities of M&BD teams can distinguish your firm and drive realistic expectations for progress and growth in the years ahead. While many firms have established M&BD functions, most are not maximizing the value of their investment in this resource. Firms who proactively integrate M&BD professionals into business operations will save precious time when inevitable changes in the marketplace emerge.